面临颠覆威胁的在位者商业模式重塑策略

科研管理 ›› 2015, Vol. 36 ›› Issue (4): 145-153.

面临颠覆威胁的在位者商业模式重塑策略

李永发^1,2, 李东¹

1. 东南大学经济管理学院, 江苏南京 210096;
2. 安徽财经大学商学院, 安徽蚌埠 233041

收稿日期:2013-11-22 修回日期:2014-10-20 出版日期:2015-04-25 发布日期:2015-04-18
作者简介:李永发(1975-),男(汉),安徽省青阳人,东南大学经济管理学院博士研究生,安徽财经大学副教授,研究方向:商业模式与商业生态系统。
李东(1961-),男(汉),江苏省南通人,东南大学经济管理学院副院长,教授,博士生导师,管理学博士,研究方向:商业模式。
基金资助:
中央高校基本科研业务费专项资金和江苏省普通高校研究生科研创新计划资助项目(KYZZ_0079),国家自然科学研究项目“科技型初创企业的能力陷阱与商业模式实验创新过程研究:基于结构化理论的分析”(71372196)。

Reshaping strategies for incumbents' business models when faced with subversive threats

Li Yongfa^1,2, Li Dong¹

1. Economics and Management Institute, Southeast University, Nanjing 210096, Jiangsu, China;
2. Business Institute, Anhui University of Finance and Economics, Bengbu 233041, Anhui, China

Received:2013-11-22 Revised:2014-10-20 Online:2015-04-25 Published:2015-04-18

摘要/Abstract

摘要： 本文聚焦在位者面临进入者颠覆性威胁时,怎样重塑商业模式。为此设计一个由价值主张和价值主张的实现系统两个要素构成的商业模式“齿轮”表达模型,并结合Casadesus-Masanel 和 Ricart两阶段博弈模型,开发一个商业模式建构的通用框架,包括情境、价值主张、价值主张的实现系统、战略和战术五个构件。利用该通用框架,在独占市场和双寡头市场两种情境下,通过建立数学模型推演在位者建构商业模式以及与进入者博弈的过程,发现商业模式的确影响企业竞争能力,当在位者产品质量低于对手时,必须创新价值主张或价值主张的实现系统。

关键词: 商业模式, 在位者, 进入者, 博弈

Abstract: This paper focuses on how incumbents reshape business models when faced with entrants' subversive threats. So we design a "gear" expression model for business models consisting of two components, namely the value proposition and implement system of value proposition, then by combining Casadesus-Masanel&Ricarta's two-period game model, we develop a general framework for constructing business model, which consists of five components: situation, value proposition, implement system of value proposition, strategy and tactics. Using this general framework, the paper deduces the process of incumbents constructing business models and playing game with entrants in the monopolistic market and duopolistic market by establishing the mathematics model, find out that the business model really affects enterprise's competitiveness, and the value proposition or its implement system should be innovated when the product quality of incumbent is lower than that of its competitors..

Key words: business model, incumbent, entrant, game

中图分类号:

F272.3

李永发, 李东. 面临颠覆威胁的在位者商业模式重塑策略[J]. 科研管理, 2015, 36(4): 145-153.

Li Yongfa, Li Dong. Reshaping strategies for incumbents' business models when faced with subversive threats[J]. Science Research Management, 2015, 36(4): 145-153.

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